The notion of «creative advertising»

1. Creative Advert!s!ng

N.V. Tkachenko
O.N. Tkachenko
Lisa Domnysheva

2. The notion of «creative advertising»

The rapid development of advertising
communications in Russia’s recent history
defines the renewed interest over
revealing the mechanisms of creative
activity.

3. 2.1. Creativity: the strategy and tactics of war for a consumer

monitory fight for profit
communication fight for preferences

4. 2.1. Creativity: the strategy and tactics of war for a consumer

There are 6 pillars of the advertising’s
phenomenon:
1.
communicative form
2.
identification of a customer
3.
existence of a goal
4.
predetermination of mass media
5.
mass orientation
6.
bind to time and place of spread

5. 2.2. Creativity in advertising: specificity

(1)
(2)
(3)
Ad’s artwork
Creative
Creativity
Creative work

6. 2.2. Creativity in advertising: specificity

Creativity concept
Robert Sternberg
1. Intelligence
2. Knowledge
3. The way of thinking
4. Individual characteristics
5. Environment
6. Imagination

7. 2.2. Creativity in advertising: specificity

Creative process
!drawing attention!

8. 2.3. Forms & functions of creative advertising

2.3. Forms & functions of creative
advertising
1.
2.
3.
Communicative image
Original ideas of communication
Aesthetic

9. 2.3. Forms & functions of creative advertising

2.3. Forms & functions of creative
advertising
Functions:
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
high efficiency of consumption
brand interest
brand credibility
attracts attention
positive attitude towards brand
coexistence of product and advertising
disposes to make a buy
increase of sales
advertising’s budget savings

10. 2.7. Structural components of creative advertising

Marina Efremova

11. 2.7. Structural components of creative advertising

CREATIVE IDEA – BIG IDEA – ADVERTISING
IDEA – CREATIVE STRATEGY – CREATIVE
CONCEPT
Marina Efremova

12. 2.7. Structural components of creative advertising

CREATIVE IDEA - is an idea
which comes out with thorough
planning to get the desired result.
Marina Efremova

13. 2.7. Structural components of creative advertising

BIG IDEA makes the message
distinctive, memorable and
attention-getting.
Marina Efremova

14. 2.7. Structural components of creative advertising

ADVERTISING IDEA organize and shape
beliefs of target
audience/grabs
audience mind.
Marina Efremova

15. 2.7. Structural components of creative advertising

CREATIVE STRATEGY (the
myth of the product) – the story
behind the messages presented in an
advertisements. Helps create the
desired behavioral response from the
target market.
Marina Efremova

16. 2.7. Structural components of creative advertising

CREATIVE CONCEPT – is basically
the framework in which the campaign has to
be situated.
Criteria: consumer benefits, catching of
interest, relevance, credibility, continuity,
target group, creative brand strategy.
Marina Efremova

17. 2.7. Structural components of creative advertising

3 TYPES OF CREATIVE THINKING IN ADVERTISING
(based on levels of inventiveness (Altshuller, G.S.)
1.
Low level – advertising design problems (copywriting, graphic
design tools);
2.
Medium level – short-term tasks (ideological content, brand
strategy);
3.
High level – long-term goals in the brand development.
Marina Efremova

18. 2.9. Barriers in creative and critical thinking

• Creative thinking - a way of looking at problems or situations from a fresh
perspective that suggests unorthodox solutions (G.Lindsey and K.Tomphson)
Anastasia Sudilovskaya

19.

Barriers: Conformism
• Fear to look ridiculous or foolish
• Pressure of authorities (parents,
teachers, employers…)
• Always following the rules
Don’t be afraid of bold
decisions!
Anastasia Sudilovskaya

20.

Barriers: Interior and inferior censorship
• Fear of your own ideas
• Passive reaction
• Memory of previous failures
Anastasia Sudilovskaya

21.

Barriers: Rigidity
• Lack of flexibility and adaptability
• Creativity – productive activity (solving problem without a set
algorithm)
• Reproductive activity – solving a problem using an already existing
rule
Anastasia Sudilovskaya

22.

Barriers: Desire to find the answer
immediately
• Danger of unreasoned,
shapeless, inadequate decisions
Don’t be in a hurry!
Anastasia Sudilovskaya

23.

Barriers: Lack of critical thinking
• Lack of objective evaluation of the
results of your ideas
Anastasia Sudilovskaya

24.

Barriers: Lack of motivation
• Not reasonable payment
• Strict (and often illogical) claims
from the client
Anastasia Sudilovskaya

25.

Expectations from a creative person
• Ability to distinguish the required
conditions to solve the problem
• Ability to set aside the previous
experience in solving a similar
problem
• Ability to see multifunctional things
• Ability to use the knowledge from
different fields and knowledge areas
Anastasia Sudilovskaya

26. 2.10. A scheme for creating an advertising concept

Step 1. Preparations
• Analysis of the market segment, target audience and extraction of the
most important information about the product
Anastasia Sudilovskaya

27.

Step 2. Concentration
• Transition of the verbalized
description of the advertising
strategy to the language of
symbols, images, metaphors,
associations, etc.
• Introducing the advertising
strategy to your colleagues
Anastasia Sudilovskaya

28.

Step 3. Incubation of ideas
• Elaborating the synopsis of the future advertisement
• First texts
Anastasia Sudilovskaya

29.

Step 4. Enlightment
• Advertising themes “casting”
• Choosing two or three ideas and creating finished advertisement variants
Anastasia Sudilovskaya

30.

Step 5. Final analysis and presentation of
the project
Anastasia Sudilovskaya

31. The Choice and evaluation of ideas Q-Sorting 2.11.

Martynova Elena

32. what is Q-sorting?

a psychological test requiring subjects to sort items relative to o
ne
another along a dimension such as "agree"/"disagree" for analy
sis byQ-methodological statistics.
Martynova Elena

33.

Option 1 (up to 29 options)
Option 2 (with more than 20
options)
- the choice of one of the two options
that you like more
- continuation of the procedure until
the moment when the person refuses
to continue the operation
-At the first stage, the respondent puts
the proposed options into two or three
groups
- After the selection of "suitable"
options, the respondent must conduct
a direct ranking, sorting out the
options from the best to the worst
When carrying out Q-sorting, a sample of 30-60 people is considered
representative.
Martynova Elena

34.

In order for the desired result to be achieved, it
is necessary to conduct a study of target
audiences.
creative strategy should always be based on the
brand's position and fully comply with it.
People buy not goods, but the fulfillment of their
desires, plans, problems, future, dreams,
lifestyle.
Martynova Elena

35. Criteria for evaluating creative strategies

(1) the lack of a "vampire effect“
(2) the conformity of the TM position
(3) novelty
(4) universality
(5) originality
(6) flexibility
(7) efficiency
(8) relevance
(9) value
(10) attractiveness
(11) the degree of complexity
(12) elegance
(13) expressiveness
Martynova Elena